This Key Note Market Report analyses the household detergents and cleaning products industry in the UK. It calculates that the market grew by 2.2% in 2011. This was its lowest growth over the past 5 years.

The report divides the market into three principles categories: fabric care, household cleaning products and dishwashing products. Laundry detergents and conditioners make up more than half the market. However, the fabric care segment underwent the slowest growth of all three categories. The variety in the household cleaning products section means that it accounts for 30.5% of the market. Hand and automatic dishwashing products, in addition to cleaners designed to protect the domestic appliance, are classified under the final heading. Washing up liquid accounts for the bulk of the category, since the majority of consumers in the UK do not own a dishwasher.

A number of household detergents and cleaners are considered everyday essentials by consumers in the UK, including washing up liquid and laundry detergent. This means that there is a persistent demand for such goods, even during times of economic uncertainty. However, due to the economic crisis, market saturation and competition have hindered both volume and value sales in the industry. Moreover, manufacturers' profits are being drained by innovation and marketing campaigns that are helping to maintain dynamism in the market. It is important for brands to invest in both of these activities to drive sales. Although brands continue to dominate the market, consumers are on the prowl for the best value and are willing to set aside brand loyalty for an equivalent product.

The two primary concerns for consumers in the industry are good value and efficiency. Consumers are leading increasingly fast-paced lifestyles and do not have the time or desire to spend hours cleaning. In response, manufacturers have been keen to facilitate their lives by introducing easy-to-use, hassle-free products that continue to clean after application. These give a fresh smell and clean-feel to homes. Multi-purpose cleaners are the star performer in the market as these save consumers both time and money. These perform more than one task in one go, in addition to cleaning various rooms and fixtures around the home. Their flexibility and encompassing nature means that they are cost-effective for consumers, saving them the task of buying products separately.

In spite of tough market conditions and the economic crisis, Key Note predicts that the household detergents and cleaners market in the UK will continue growing over the next 5 years. It is expected to rise by 6.6% between 2012 and 2016.

Table of Contents

Foreword

Executive Summary

Market Definition

REPORT COVERAGE

MARKET SECTORS

Fabric Care

Household Cleaning Products

Dishwashing Products

MARKET TRENDS

Quality Products

Demand for Convenience

Tough Market Conditions

The Economic Crisis

ECONOMIC TRENDS

MARKET POSITION

The UK

Overseas

Market Size

THE TOTAL MARKET

Multi-Purpose Cleaners

Effective Products

Good Value

BY MARKET SECTOR

Fabric Care

Household Cleaning Products

Dishwashing Products

OVERSEAS TRADE

General Overview

Imports

Exports

Industry Background

RECENT HISTORY

NUMBER OF COMPANIES

EMPLOYMENT

REGIONAL VARIATIONS IN THE MARKETPLACE

DISTRIBUTION

HOW ROBUST IS THE MARKET?

LEGISLATION

EU Industrial Emissions Directive/

KEY TRADE ASSOCIATIONS

International Association for Soaps, Detergents and Maintenance Products

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